I mastered resourcefulness as a teen mom, then mastered marketing for Fortune 200 brands. Now, I’m bringing battle-tested strategies to ambitious mid-market companies as their on-demand CMO.
Everyone wanted to scale quickly. I sat in another partner strategy session, watching the team focus solely on revenue potential and market reach. But metrics and market share don't tell the whole story. Choosing channel partners based on size alone creates partnerships that look impressive until they aren't. What I’ve discovered - from working with companies of all sizes and across industry segments - is that channel partnerships aren't just about market access. They're about values alignment. Too often, we rush into partnerships that promise growth but threaten our core values. The most successful channel relationships share common ground: → They build on shared principles, not just profit potential → They focus on customer impact, not just market impact → They measure relationship strength, not just revenue strength True partnerships flourish when: • Values align before pipelines do • Trust develops before targets do • Cultures complement, not just capabilities • Long-term vision guides short-term decisions • Customer experience drives partnership choices Growth at the expense of values isn't growth at all. It's compromise. It becomes clear when: • We evaluate character, not just capacity • We assess cultural fit, not just market fit • We prioritize shared purpose over shared profit • We focus on how partners treat their customers • We consider long-term brand impact Selecting channel partners isn't about finding the biggest players. It's about finding the right players who amplify your values while expanding your reach. What values guide your partner selection? Share below. Today's partnership choices shape tomorrow's brand legacy.